Twitter reached 2.1 million viewers with its first live telecast of the NFL’s Thursday Night Football, which pitted the New York Jets against the Buffalo Bills. But it’s less impressive when one looks at the average audience for Twitter’s telecast, which was 243,000 with each viewer watching an average of 22 minutes of the game.
Twitter scored higher with its NFL Thursday Night Kickoff pregame show, which reached 2.3 million combined worldwide viewers.
In April, Twitter secured the right to live stream ten Thursday Night Football games, beating out competitors (including Amazon, Facebook and Verizon’s Go90 platform) with a $10 million bid that was $5 million less than the best offer, according to the Wall Street Journal.
Yahoo paid $20 million to live stream a Buffalo Bills-Jacksonville Jaguars match-up in London last October. The game attracted 15.2 million viewers, but, unlike Twitter, Yahoo had the exclusive rights to the game.
Twitter shares their Thursday Night Football broadcasts with CBS and the NFL Network. Last night’s game was seen by an average of 15.4 million television viewers on CBS and NFL Network, earning an average national household rating/share of 9.5/18, according to Nielsen Live + Same Day National ratings.
The average digital audience for the game across Twitter, NFL Mobile from Verizon, Watch NFL Network, NFL Game Pass (1nternational) and authenticated users on CBS Digital platforms was 314,000, with each viewer spending an average of 25 minutes watching. In total, all digital properties showing last night’s game reached 2.4 million viewers, meaning that all but 300K of the digital viewers used Twitter.